The K Homes
Case Study
In 2023 November, Kalliyath TMT (one of the biggest TMT brands in Kerala) management reached out to BuildNext to explore how they can enter the home building space. Almost all of Kalliyath’s TMT sales was into homebuilding, and Kalliyath wanted to venture into other categories in homebuilding as well if they could successfully pull this off.
BuildNext had created a unique thought leadership positioning in the market with a reputation of being extremely adept at using technology in home building industry. Kalliyath Group wanted to make the most of their brand equity and find more opportunities for horizontal integration in the home building industry. This led to Kalliyath Group and BuildNext launching a joint venture to create a new home building brand, aptly titled K Homes, with a different positioning from core BuildNext Homes brand.
The Brand Positioning
K Homes will lean on the 100 years of legacy of Kalliyath Group, to instil trust in customers. Kalliyath TMT has high brand recall, and is associated with legacy and quality of product (TMT rebars) which inherently could be extrapolated to durability of homes and strength of structure. The idea was to transition same associations to K Homes, and call up on the legacy of the brand, drill down messaging to focus on quality of homes delivered. This is essentially different from positioning of BuildNext Homes brand, which more lifestyle focused.
This was achieved by offering warranties on structural integrity and waterproofing, combined with fixed quality check details getting communicated. Pricing strategy was to start in the competitive zone to attract initial volumes and then add premiums in 1-2 years.
The Brand Positioning
Kalliyath Group focused on brand building as well as marketing and lead generation - digitally to start off, and moving to use their extensive dealership network to create a distribution channel for K Homes product once initial pilot was successfully in place. BuildNext setup the communication, lead qualification process, sales team setup and training, as well as sales operations processes for K Homes before handing it over.
BuildNext’s responsibility is to design all K Homes projects, adhering to a pre-determined standards set by the partnership, ensuring that designs and the build operations are within the planned costing structure, which is only possible by utilizing the technology and operations prowess to deliver these projects as per customer’s vision. BuildNext will provide the VR and app experience for K Homes customers with a co-branded approach.
The expected volumes in 3-4 years is about a 1000 homes booked in a year.
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